How you manage your bookings can make or break your business.
While it’s tempting to rely on the OTAs (Online Travel Agents) like Airbnb or Booking.com, there’s a more profitable and powerful way to fill your tents: direct bookings.
We now drive over $1,000,000 annually through our direct booking engines across the properties we manage.
Ultimately, we’ve learned firsthand that taking control of our booking process not only boosts our bottom line but also transforms our brand from just another listing to a destination in its own right.
Here’s how we did it, and how you can too:
Our Journey: Building a Website That Drives Direct Bookings
When we started Ferncrest, we knew that relying solely on OTAs like Expedia, Booking.com, or Airbnb would limit our control over the customer experience and profitability.
We decided to invest in a website that not only showcased the unique beauty of our glampground but also had a seamless booking experience.
Initially, the bookings were slower than we would have liked, but we remained committed to our strategy. Through consistent social media marketing and smart pricing (offering lower rates on our website compared to OTAs), we gradually saw more guests booking directly.
Key Takeaway: A strong, well-optimized website is the foundation of direct bookings. It may take time to gain momentum, but investing in your own booking platform will ultimately give you more control and higher profitability.
The Cash Flow Advantage: Why Direct Bookings Matter
One of the most significant advantages we’ve experienced with direct bookings is improved cash flow.
Unlike OTAs, where you may not receive payment until after the guest’s stay, direct bookings allow you to access funds almost immediately. For example, just yesterday, we received a $3,000 reservation for next March, and the deposit was in our bank account today.
This immediate cash flow is critical, especially in the early stages of growing a glamping business, where reinvestment is key to enhancing the guest experience and scaling operations.
Key Takeaway: Direct bookings not only save you from paying hefty commissions but also provide quicker access to cash. This can make a significant difference in your ability to reinvest and grow your business.
See below for today’s Instagram post providing more insight on the topic of direct bookings and cash flow!
Building Brand Equity: The Long-Term Value of Direct Bookings
Driving direct bookings isn’t just about short-term gains; it’s about building long-term value in your brand.
With over 95% of our bookings at Ferncrest coming directly through our website, we’ve been able to establish a strong brand presence. This not only increases the overall value of our business but also differentiates us from being just another listing on an OTA.
By driving over a million dollars annually through our own booking engines, we’ve created a hospitality portfolio that’s not just profitable but also highly valuable and sustainable.
Key Takeaway: Direct bookings contribute to long-term brand equity. The more bookings you can drive through your own channels, the more valuable your business becomes in the eyes of investors, lenders, and potential buyers.
At Ferncrest, this strategy has been instrumental in our success, and it can be for you too.
Whether you’re starting from scratch or looking to leverage the advantages of an established brand (such as joining Ferncrest as a franchisee), direct bookings should be the cornerstone of your strategy.
We’re excited to use our experience to help others build their own successful glampgrounds!
Happy Glamping,
Brian & Joanna Linton
PS. We’ll be sharing more about how you can work with us as a franchisee (build your own Ferncrest) in the coming weeks. We just opened our first franchise location in Oklahoma that you can see on our newly re-launched Ferncrest website! Would love if you checked it out and let us know your thoughts 🙂
PPS! Don’t forget to grab your Glampground Profit Calculator if you haven’t checked it out yet
